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The foray into long-form content is aimed at Millennial women

Nike is branching into long-form content to target Millennial women. It has commissioned an eight-part series about a likeable slacker called Margot and an uptight fitness vlogger called Lily. The premise revolves around a bet made by the women, which dictates Margot must make fitness videos while Lily has to make friends. The series, which was created by Wieden & Kennedy Portland, forms part of Nike’s "Better for It" hub for women. The work was directed by Tricia Brock and produced by Alfonso Gomez-Rejon, with a screenplay by Jesse Andrews.